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HOW THE SHIFT TO OMNI-CHANNEL COMMERCE STRATEGY AIDS A FURNITURE RETAILER’S COMPETITIVE DIFFERENTIATION: THE CASE OF XXX LUTZ IN AUSTRIA

Year 2019, Volume: 6 Issue: 3, 197 - 203, 30.09.2019

Lisa Maria Wieser Yung-shen Yen

https://doi.org/10.17261/Pressacademia.2019.1131

Abstract

Purpose- This study aims to devise a well-grounded omni-channel commerce strategy for the furniture retailers.

Methodology- We used XXX Lutz, a well-established furniture retailer in Austria, as a study case. A content analysis of using website information, academic papers and social media documents, was conducted.

Findings- The finding shows that XXX Lutz’s shift to an omni-channel commerce strategy requires a smoother integration of all utilized channels. This could be achieved by two approaches, namely informational integration and physical integration. Moreover, potential challenges XXX Lutz might face by adopting an omni-channel strategy are identified and adequate solutions are proposed.

Conclusion- This study extends the understanding of the omni-channel strategy for the furniture retailers. Our findings affirm the assumption that informational and physical integrations are two important dimensions of channel integration for the omni-channel retailers.

Keywords

Omni-channel cross-channel informational integration physical integration retailing

References

  • Arora, S., & Sahney, S. (2018). Consumer’s webrooming conduct: an explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 1040-1063.
  • Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.
  • Buzzvalue. (2018). Möbelhandel im Social Web: XXXLutz und IKEA top. Retrieved May 20, 2019, from BuzzValue.at | Social Media Marktforscher | Wien website: https://www.buzzvalue.at/single-post/2018/04/04/M%C3%B6belhandel-im-Social-Web-XXXLutz-und-IKEA-top
  • Cochoy, F. (Ed.). (2012). The pencil, the trolley, and the smartphone: understanding the future of self-service retailing through its sociotechnical history. In Nordic retail research: emerging diversity (pp. 215–234). Göteborg: BAS.
  • Frasquet, M., & Miquel, M. J. (2017). Do channel integration efforts pay-off in terms of online and offline customer loyalty? International Journal of Retail & Distribution Management, 45(7/8), 859-873.
  • Gist. (2019). Multi-channel, Cross-channel, Omni-channel: What difference? Retrieved May 18, 2019, from Gist website: https://getgist.com/multi-channel-cross-channel-omni-channel/
  • Lee, H. H., & Kim, J. (2010). Investigating dimensionality of multichannel retailer's cross-channel integration practices and effectiveness: shopping orientation and loyalty intention. Journal of Marketing Channels, 17(4), 281-312.
  • Lewis, J., Whysall, P., & Foster, C. (2014). Drivers and Technology-Related Obstacles in Moving to Multichannel Retailing. International Journal of Electronic Commerce, 18(4), 43–68. https://doi.org/10.2753/JEC1086-4415180402
  • Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. In Journal of Service Research (Vol. 9, pp. 95–112). Retrieved from http://journals.sagepub.com/doi/10.1177/1094670506293559
  • Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44(3), 336–368. https://doi.org/10.1108/IJRDM-04-2015-0056
  • Rigby, D. K. (2011). The Future of Shopping. Harvard Business Review, (December 2011). Retrieved from https://hbr.org/2011/12/the-future-of-shopping
  • Salma, A., & Anil, K. (2015). Opportunities and Challenges of Omni-Channel Retailing in the Emerging Market. Journal of Retail Management and Research, 1(1), 1–16.
  • Schmieder, U.-M. (2010). Integrierte Multichannel-Kommunikation im Einzelhandel (1. Aufl). Wiesbaden: Gabler.
  • Van Baal, S. (2014). Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing. Journal of Retailing and Consumer Services, 21(6), 1038-1046.
  • Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
  • XXX Lutz Group. (2019). Welcome to XXXLUTZ Group. Retrieved May 20, from https://xxxlgroup.com/en/xxxlutz-group.
  • XXX Lutz. (2019). Möbel bequem online kaufen bei XXXLutz! XXXLutz. Retrieved May 20, from https://www.xxxlutz.at/c/moebel.
  • Yumurtacı Hüseyinoğlu, I. Ö., Sorkun, M. F., & Börühan, G. (2018). Revealing the impact of operational logistics service quality on omni-channel capability. Asia Pacific Journal of Marketing and Logistics, 30(5), 1200-1221.

Year 2019, Volume: 6 Issue: 3, 197 - 203, 30.09.2019

Lisa Maria Wieser Yung-shen Yen

https://doi.org/10.17261/Pressacademia.2019.1131

Abstract

References

  • Arora, S., & Sahney, S. (2018). Consumer’s webrooming conduct: an explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 1040-1063.
  • Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178.
  • Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313-327.
  • Buzzvalue. (2018). Möbelhandel im Social Web: XXXLutz und IKEA top. Retrieved May 20, 2019, from BuzzValue.at | Social Media Marktforscher | Wien website: https://www.buzzvalue.at/single-post/2018/04/04/M%C3%B6belhandel-im-Social-Web-XXXLutz-und-IKEA-top
  • Cochoy, F. (Ed.). (2012). The pencil, the trolley, and the smartphone: understanding the future of self-service retailing through its sociotechnical history. In Nordic retail research: emerging diversity (pp. 215–234). Göteborg: BAS.
  • Frasquet, M., & Miquel, M. J. (2017). Do channel integration efforts pay-off in terms of online and offline customer loyalty? International Journal of Retail & Distribution Management, 45(7/8), 859-873.
  • Gist. (2019). Multi-channel, Cross-channel, Omni-channel: What difference? Retrieved May 18, 2019, from Gist website: https://getgist.com/multi-channel-cross-channel-omni-channel/
  • Lee, H. H., & Kim, J. (2010). Investigating dimensionality of multichannel retailer's cross-channel integration practices and effectiveness: shopping orientation and loyalty intention. Journal of Marketing Channels, 17(4), 281-312.
  • Lewis, J., Whysall, P., & Foster, C. (2014). Drivers and Technology-Related Obstacles in Moving to Multichannel Retailing. International Journal of Electronic Commerce, 18(4), 43–68. https://doi.org/10.2753/JEC1086-4415180402
  • Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. In Journal of Service Research (Vol. 9, pp. 95–112). Retrieved from http://journals.sagepub.com/doi/10.1177/1094670506293559
  • Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44(3), 336–368. https://doi.org/10.1108/IJRDM-04-2015-0056
  • Rigby, D. K. (2011). The Future of Shopping. Harvard Business Review, (December 2011). Retrieved from https://hbr.org/2011/12/the-future-of-shopping
  • Salma, A., & Anil, K. (2015). Opportunities and Challenges of Omni-Channel Retailing in the Emerging Market. Journal of Retail Management and Research, 1(1), 1–16.
  • Schmieder, U.-M. (2010). Integrierte Multichannel-Kommunikation im Einzelhandel (1. Aufl). Wiesbaden: Gabler.
  • Van Baal, S. (2014). Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing. Journal of Retailing and Consumer Services, 21(6), 1038-1046.
  • Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
  • XXX Lutz Group. (2019). Welcome to XXXLUTZ Group. Retrieved May 20, from https://xxxlgroup.com/en/xxxlutz-group.
  • XXX Lutz. (2019). Möbel bequem online kaufen bei XXXLutz! XXXLutz. Retrieved May 20, from https://www.xxxlutz.at/c/moebel.
  • Yumurtacı Hüseyinoğlu, I. Ö., Sorkun, M. F., & Börühan, G. (2018). Revealing the impact of operational logistics service quality on omni-channel capability. Asia Pacific Journal of Marketing and Logistics, 30(5), 1200-1221.
There are 19 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Lisa Maria Wieser This is me 0000-0002-0969-3275

Yung-shen Yen This is me 0000-0003-1146-9771

Publication Date September 30, 2019
Published in Issue Year 2019 Volume: 6 Issue: 3

Cite

APA Wieser, L. M., & Yen, Y.-s. (2019). HOW THE SHIFT TO OMNI-CHANNEL COMMERCE STRATEGY AIDS A FURNITURE RETAILER’S COMPETITIVE DIFFERENTIATION: THE CASE OF XXX LUTZ IN AUSTRIA. Journal of Management Marketing and Logistics, 6(3), 197-203. https://doi.org/10.17261/Pressacademia.2019.1131

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